Trump Hotels top list of most polarizing brands in America

In a new poll, Trump Hotels had a net favorability rating of about 33 percent among Republicans, and a net unfavorability rating of about 45 percent among Democrats, creating a spread of 78 percent, the largest spread of all the brands examined. (Andrew Harrer/Bloomberg)

Trump Hotels topped a list of 300,000 companies and organizations that are the most polarizing brands in America, according to a Morning Consult survey released Thursday.

Trump Hotels had a net favorability rating of about 33 percent among Republicans, and a net unfavorability rating of about 45 percent among Democrats, creating a spread of 78 percent, the largest spread of all the brands examined.

The second-highest most divisive brand was CNN, followed by Fox News, NBC News and the New York Times. All but Fox were heavily favored by Democrats.

MSNBC, the National Football League, ABC News, CBS News, and the Washington Post were ranked 6 through 10 and had net differences of 40 to 50 percentage points. Each of those brands were again favored by Democrats, but were favored much less by Republicans.

Among individual parties, Republicans, Democrats, and independents each scored Diet Mountain Dew in the top five most unfavorable brands.

The survey was issued to 336,370 U.S. adults nationwide from October 2017 to January 2018, and had a margin of error between 0.5 and 3.1 percentage points.